InnoVision, the agency of record for Valley View Casino & Hotel, faced the challenge of positioning the casino as a major player in the competitive concert venue category, despite spatial limitations due to its unique mountain-side location. Our mission was clear: redefine Valley View’s identity within the entertainment industry.

Taking inspiration from the world of theatre and arts district marketing, we focused on crafting an enchanting narrative and immersive experience. To put the spotlight on Valley View Casino & Hotel, we negotiated the title sponsorship of the iconic San Diego Sports Arena, securing building naming rights, extensive signage opportunities, murals, and title sponsor features.

With the partnership in place, we introduced the name ‘The Valley View Casino Center,’ symbolizing our client’s desire to be at the heart of San Diego’s entertainment scene. This rebranding was more than a mere name change; it was the birth of an identity that would resonate with audiences.

We meticulously designed a logo that embodied Valley View’s prestige and entertainment. The logo was seamlessly integrated into the venue, from the grand facade to parking lot signage and wayfinding systems. Our involvement extended beyond aesthetics; we actively participated in operational meetings to ensure our vision was executed flawlessly.

Our transformation extended beyond the venue’s walls. We even negotiated the repaving and restriping of the parking lot, giving it a modern look that aligned with Valley View Casino’s upscale brand. This holistic approach aimed to provide a seamless experience, from the parking lot to every corner of the venue.

The result was extraordinary. The venue underwent a complete transformation, earning accolades from venue operators for its efficiency, visual impact, and brand communication. Valley View Casino & Hotel not only secured its place as a key player in the concert venue category but also set a new standard for transformation and branding in the industry.